The document discusses how a local business community in Australia's Sunshine Coast region leveraged opportunities from the 2000 Sydney Olympic Games. It describes how the region estimated $200 million in revenues in the seven weeks surrounding the Games and over subsequent years. Key factors in its success included getting creative in marketing the region's offerings to Olympic visitors both before and long after the event, and taking a unified, long-term approach planned with consultant support. Understanding visitor demographics was also important to design niche campaigns that attracted specific audience segments.